How to rebrand your charity

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Our strategy director, Paul Twivy, speaks to Charities Management about how the charity sector as a whole and individual charities need to rebrand. “True branding” is about an organisation’s commercial and societal purpose; its unique history and provenance; its measurable impact; its daily products, services and behaviours and its measurable impact. He believes branding is just a cosmetic paint job unless it’s directly linked to business strategy, which, in the case of charities, will usually be focused on the fundraising/income strategy.